Apple has begun selling music video downloads in DVD-duration batches, an approach that mirrors the way its sells songs as both singles and as album packages.

The first offering is Fade to Red: the Tori Amos Video Collection. Already available on DVD, the iTunes Music Store download package bundles 21 videos and the commentary track. Most of the videos are available as $1.99 individual downloads, but two others and the commentary can only be downloaded by buying the entire $24.99 bundle.

The same package is available in the UK for £14.99. The DVD's official retail price is £19.99, according to Amazon.co.uk.

The news comes after UK movie download provider Lovefilm said it will next month offer full-length film downloads as pay-to-keep purchases in addition to its existing rental download service. Lovefilm is tying the download to the physical product, however, by shipping the DVD out to anyone purchasing the download, essentially as an alternative to ripping the disc.

iTunes' offering, complete with the 'extras' - in this case the commentary - suggest Apple is looking beyond the physical medium.